How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising?

作者：

Highlights：

• The studies include an examination of Internet and Facebook advertising.

• Interpersonal utility creates favorable attitudes and behaviors toward Internet advertising.

• Using features of Facebook depends how it fulfills a purpose in users’ lives.

• Self-brand congruity creates favorable attitude toward Facebook advertising.

• Less privacy concern contributes more freely expression and using comments feature of Facebook.

摘要

•The studies include an examination of Internet and Facebook advertising.•Interpersonal utility creates favorable attitudes and behaviors toward Internet advertising.•Using features of Facebook depends how it fulfills a purpose in users’ lives.•Self-brand congruity creates favorable attitude toward Facebook advertising.•Less privacy concern contributes more freely expression and using comments feature of Facebook.

论文关键词：Internet advertising,Facebook advertising,Motives,Attitudes,Behaviors

论文评审过程：Available online 27 May 2015, Version of Record 27 May 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.05.011